Godzilla Invades The UK Candy Scene - The Chewits 'Monster Muncher'

Written By: Ken Hulsey

In keeping with articles that illustrate just how much Godzilla has influenced pop culture, not only in Japan and the United States, but the entire world, I want to introduce you to the Chewits candy, 'Monster Muncher'

In 1976, the Leaf International company in the UK began running television adverts for their soft taffy candy, called Chewits, featuring a Godzilla-like clay dinosaur called the 'Monster Muncher'.

In the commercials, the 'Muncher' would either rise up out of the Thames, or be hiding, comically, as a statue or behind a house. The hungry monster would, in true Godzilla fashion, start smashing buildings looking for a snack to satisfy it's gigantic apatite.

Of course, the only thing that could satisfy the 'Monster Muncher' were gigantic packs of Chewits candy.

The adds were shot to resemble a 1950s style monster movie, and were a huge hit in the UK and ran for twenty years.

In 1995, Leaf International, began to replace their clay monster with puppets, and then ultimately, with a cartoon dinosaur called 'Chewie'.

In 2003 a new ad campaign was launched to replace 'Chewie', but in the end, the now iconic dino would win out, now officially called 'Chewie the Chewitsaurus'.

Today, the dinosaur has once again gotten a complete make-over, and is now a CGI animated character.

For those of us here in America, Chewits are soft taffy candy, that kinda look like Starburst, that come in flavors like, Strawberry, Blackcurrant, Orange, Banana, Ice Cream, Cola, Rhubarb & Custard, and Blue Mint.

I think that it is safe to say that "Rhubarb & Custard" wouldn't fly here in The States.

Isn't it interesting how the UK based Leaf International, would pass over the countries own giant monsters, "The Giant Behemoth", "Gorgo", "Konga" and "Queen Kong" for a mascot that resembled "Godzilla".

Then again, would you want to buy candy from "Queen Kong"?

I wouldn't either.

Here are some examples of the 'Monster Muncher's" escapades from the 1980s:










Remember - "Chew For Victory!"